The Japanese carmaker awarded Ogilvy the US$1.5 million launch project for the new version of the CR-V after a pitch with Dentsu.
The campaign introduces the marque as a four-wheel drive vehicle that offers a comfortable city ride, with the line 'Redesign your life'. TV will be used with print, outdoor, radio and showroom activity. Aimed at 25- to 35-year-old first-jobbers, the ads roll out this month.
"Thailand is one of the first countries to roll out the new version of the CR-V," said Rati Panthawi, managing partner, Ogilvy. "We are looking to distinguish the new CR-V as a vehicle that offers a sedan-like performance on the road, and an adventurous experience off it."
The 2007 CR-V is the third assignment Ogilvy has handled for Honda in two years, having created campaigns for the Accord mid-range sedan and the Civic.
The Honda Thailand account is split between Ogilvy and Japan-based shops Chuo Senko and Dentsu.
The CR-V competes with Mitsubishi, Toyota, Suzuki and Isuzu and Ford in the SUV market, but leads the market with over 60 per cent share. The marque is a crossover SUV, designed for on- and off-road. The new version launched in the US and Japan this year.
The CR-V, which stands for 'comfortable runabout vehicle' in Asia and 'compact recreational vehicle' in Europe and Australia, is Honda Thailand's second best-selling model, with more than 50,000 units sold last year.
